Animal rescue group #muttbombs Instagram users as part of new campaign

An animal-rescue charity, Dallas Pets Alive, is exploring an innovative new way of getting its dogs rehomed.

It has launched a new campaign, Muttbombing, which draws on the popular notion of photobombing, which is when a person or animal ruins a photo by cropping up unannounced.

Dallas Pets Alive searches Instagram for self-portraits of people in the local area, downloads a photo, and edits it to show that person with a dog available for adoption. The group then posts the edited photo on its Instagram account and sends it to the original poster with the hashtag #muttbombing.

The charity’s website saw a 700% increase in traffic to its website in the first three days of the campaign, and now people are getting in touch asking to be muttbombed.